Charmin has a history of bringing entertaining bathroom behavior to life. From the Charmin Times Square Restrooms to the Charmin SitorSquat App, the brand continues to surprise and delight consumers.

This year Charmin created a radio campaign celebrating people reading on the toilet. Using 30 second executions, Charmin provided readings of “Moby Dick”, “Pride & Prejudice” and “Tale of Two Cities” before revealing the reader was actually on the toilet. The idea: Finish your great bathroom material with our great bathroom material.

The campaign connected to greatbathroommaterial.com where consumers could download free classic novels while using public restrooms.